If you make a business of teaching people to drive properly then you know that the market is a competitive one. In addition to your work of teaching, you also have to promote your business in order to be successful. Radio adverts and newspaper classifieds are all well and good, but promotional gifts can help make people more aware of your business and put you first in their minds when it's time to sign up for driving classes.

The question, of course, is what type of promotional products do you choose, and how do you use them most effectively? There are a wide variety of items that can be very effective advertising for your business in many different situations. Before you start choosing, though, you should sit down and decide precisely what your goals are for your promotion. Here are some suggestions for the most common marketing goals.

Attract new students.

Among the best markets for a driving school are the local school systems. If you're trying to attract new business in the form of contracts with local schools, you might put together a promotional public service campaign about driving safely and offer it to the schools. By providing the schools with educational pamphlets about safe driving and adding in a takeaway product like "Drive Safe" key rings or t-shirts, you'll increase the visibility of your company and start to forge a relationship with one of your biggest sources of students.

Bring Old Students Back for New Courses

Direct mailing campaigns are a great way to remind your old students about the other courses that you offer. Sending out a letter with an enclosed promotional product will increase the likelihood that your letter will be read and you'll get the response that you hope for. You might, for instance, decide that you want to increase the number of students you have that return to take an advanced defensive driving course. By choosing lightweight, flat promotional products like mint cards or dashboard stickers, you'll be able to enclose your free gift without increasing your postage costs at all.

Increase your visibility in the community.

The more people see and recognize the name of your firm, the more likely it is that they'll come to you when they need your services. There are ways to use promotional giveaways to increase your visibility. Make sure that every vehicle used in teaching carries a car sticker with your driving school name on it. Invest in sun shields to put up over the windscreen when your cars are parked at roadside or elsewhere. Use magnetic signs on the vehicle doors when you're driving through traffic. The more visible your name is, the more customers you'll attract.

Participate in community awareness events.

Another great avenue for promotion is community awareness events. Be sure to get your company included at any health and safety fairs and other awareness raising events held in your community. By focusing on safe driving habits, your firm will be seen as having public spirit rather than promoting business. Invest in promotional gifts like printed key rings and dashboard notepads to hand out at community events so that your potential customers all walk away with your name in their hands.